Energizing Companies through Customer Compliments

Abstract

While complaint management has received much attention, customer compliments and their systematic handling have been largely ignored. Based on two empirical studies, this article suggests that customer compliments bear great potential for benefiting firms, and gives recommendations on how managers can enable, stimulate, and amplify positive customer feedback.Managers' prevalent way of thinking regarding feedback management is represented by the following statement: "We are pleased about positive customer feedback but their complaints are more important for us.